“James has an innate ability to fuse classic elegance with contemporary style and interpret formalwear in an individual way, true to the spirit of our Made to Measure service,” Giannini said in a release. “With Gucci’s Made in Italy tradition and sartorial expertise, personalized formalwear is the ultimate way for a man to express his own style.”

The campaign was shot in Rome by photographer Nathaniel Goldberg, showing Franco in a selection of custom suits. The bespoke service offers 82 different textiles (including wool, cashmere, silk satin, baby llama, and jacquards) that can be combined to 178 varieties—with customizable options like linings and embroidery. Gucci also offers Made to Measure shoes.